Building a Statewide Audience
Five years of marketing leadership for the Black Economic Council of Massachusetts, grown entirely through organic channels.
- Client
- Black Economic Council of Massachusetts
- My role
- Director of Marketing
- Period
- 2021 to present
- Scope
- Brand, email, social, events, reporting
Results
194%
newsletter growth, from 4,000 to 11,786 subscribers
113%
Instagram growth, from 2,475 to 5,273 followers
45%
average email open rate
0
dollars of paid amplification
The challenge
A statewide membership organization needed to reach Black entrepreneurs across the Commonwealth with a small team and no paid media budget.
The approach
I rebuilt the content system first: a publishing cadence the team could hold, a newsletter with a consistent structure, and a social calendar tied to programs and policy work rather than posting for volume.
Member spotlights and event campaigns carried the growth. Every channel reported into the same monthly review so the next decision came from numbers, not instinct.
Read it honestly
Growth was not linear. Reach more than doubled in 2022, dipped through 2023 and 2024 as the program traded volume for longer form work, then hit its best year on record in 2025.
Next case study
Mass Black Expo 2024A new site, 864 graphics and a five month campaign for BECMA's flagship expo, with every channel measured.